Optimising for attention can create better outcomes for media owners and advertisers. But changing attitudes over audience numbers means challenging the status quo.

The ARF initiative is an important next step in the evolution of attention measurement, writes The Attention Council CEO.

Big Data is set to define the future of the media in many ways, says Andy Brown, CEO, Kantar Media – and there is no doubt that all media businesses need to adapt their models now if they are to continue to compete.